e-ISSN 2231-8542
ISSN 1511-3701

Home / Regular Issue / JTAS Vol. 26 (T) Apr. 2018 / JSSH-T0707-2018


Online Groceries Segmentation of Brand, Shopping Convenience, and Adoption to Influence Consumer Purchase Intention

Annetta Gunawan, Rachmawati Anggun Saleha and Brian Garda Muchardie

Pertanika Journal of Tropical Agricultural Science, Volume 26, Issue T, April 2018

Keywords: Adoption level, brand preference market, convenience, online grocery shopping, purchase intention, segmentation

Published on: 11 Jul 2018

The aim of this paper is to understand consumer online purchase intention of groceries. It examines how brand preference, shopping convenience, and adoption level influence purchase intention, and to identify market segmentation of online groceries in Jakarta; the three independent variables are used as segmentation basis. This is an associative-descriptive research based on a survey of 200 respondents in Jakarta. Data is analysed using linear regression and cluster analysis. The results show brand preference, shopping convenience, and consumer adoption level significantly influence purchase intention. Using these independent variables, this research categorised four groups of online shoppers in Jakarta that consist of trail blazer that can be approached by online brand community, socialiser that can be lured by utilising their purchasing data history to create personalised offering, assured achiever that can be reached through educating the market, and community traditionalist that can be approached using a pricing strategy.

ISSN 1511-3701

e-ISSN 2231-8542

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